GINA TRICOT

The Gina Tricot concept was initially created in 1997 by Elsa at Lowe Brindfors ad agency. It ranged fromvisual identity and logotype to broad campaigns. After that Elsa Lokrantz was entrusted to continue workingwith the brand. We launched the first tvc’s in 2004 and Gina Tricot quickly expanded on a big scale, first inSweden but later also internationally. Mainly thanks to the successful ”Pernille look” - a new way of puttingmotion into below-the-line communication. Lokrantz & Co were up until 2008 responsible for allcommunication in TV, print, digital media and retail. By then Gina Tricot was the fastest growingclothing retail chain in Sweden.